Esprit, Berlin

In our final Berlin entry we've decided to include Esprit.  OK, well this isnt the most innovative scheme in the world and it probably has gone the world over although it ticks the necessary Visual Merchandising boxes with its mannequin groupings and backdrop with vertical and horizontal lines.  We just wish that some localised creativity could be employed to add some interest and entice us into the space.  Sadly we always just pass by to the next store, never going inside.

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Esprit, London

Esprit always seem to manage to produce such wonderfully simple schemes which clearly communicate their intentions so well.  Of course we would all love to see something a little more lavish but then that's stingy budgets for you.  So cu'mon Esprit budget holders, give these guys some slack and support the talent that they clearly have and stop holding them back from making your brand look even better.

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Esprit, London

We're loving the innovative use of graphics here at Esprit right now.  Graphics usually of course they are an easy way of producing anything or nothing innovative but these guys have gripped that little puppy by the throat and looks like shredding and mood boards are in (remember the fantastic ones at Hackett we showed you recently?)  And how cool does the above image look?  We adore it of course but maybe it could have been much bigger and screamed at us rather more as these windows are huge spaces but it is a pleasure to view nonetheless.  Naturally we captured this at night time when all is still and quiet but we must swing by when the store is open to see the movement that must be happening with this installation.  Does it move?

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Esprit, London

We've noticed a lot of, well what appears to be a little nod to sustainability here at Esprit for a while now.  The use of layers of cardboard seems to be their 'thing' at the moment which is extremely simple and yet so effective.  We love the use of the word here too particularly at this time of year; very understated and thank goodness no bling in sight.

Esprit, London

Finding schemes which are not in 'Sale' is like trying to hunt for Unicorns.  Few and far between if they exist at all?  Anyway, thankfully at least Esprit is emerging from the curse that is Sale time if only in just one half of their run of windows.  If you have ever been into one of the larger LV stores or 'Maisons' then you would have seen trunks like these in various combinations of luxuriousness. Here of course this prop is not in the finest leather money can buy but in the finest cardboard.  Still, a simple and clean scheme which is much appreciated in the sea of Red that is London's west end right now.

Esprit, London

We had no idea that this brand had a US heritage until now.  Interesting, eh?  We always thought it was German and oddly had never been inside this store until now.  London based architects nagenJohnson, as part of the Regents street project have installed this enormous wave-like structure reaching up through the atrium space to the first floor from the decompression zone just past the main doorway.  The structure  references the Summer of 1968 when the company was founded.  We do like a dramatic entrance.  

Esprit, London

This is a surprisingly interesting scheme from Esprit, don't you think?  We are pleased to see that the repetition of mannequins in an ordinary-space-days appear to be far behind this brand and, well, hands up, these guys are so interesting and really working hard for your 'bucks'.  We like that.  With their train station-style installation all painfully crafted (probably on a budget but that's OK, right? - no, not really) these guys have delivered a fun, interesting and less than ordinary scheme with minimal cost.  We know very well how hard it is to do these things and we wish that the accounts departments of these types of brands would just leave the creative  teams to get on with the job and support them in producing lavish schemes; no chance of that happening.  Sadly the boys (and females) possibly in Grey suits just love to feel cool and privy to the party.  Sometimes, we have to work the floor and just let them think that they are, even if we know otherwise, right?

Esprit, London

We really quite like this Sale scheme at Esprit right now with its 'loft apartment' feel about it.  Gone are the usual piles of stuff that no-one wanted but bought anyway simply 'because it was a bargain' and here we have a rather more grown up scheme and rather more sophisticated installation, simply and effectively produced we think, don't you?

Esprit, London

We passed this brands scheme here along Regent st., London yesterday as the latest one was being installed, therefore this scheme is a little out of date now.  However, this one was quite dull anyway so it doesn't really matter anyway does it? (we're not sure if the latest one is actually much more exciting) but just in case.....strap yourselves in......and we will reveal the latest one shortly in order for you to decide.

Esprit, London

We're loving this collaboration between the Royal College of Art and Esprit on Regent street right now.  How cool is Esprit looking? At the entrance of the space are these graphic panels supporting the incredible product.  This store looks more boutique than large corporate giant that we are loathed to shop in, but may be a little more enticed now.  We're seeing a lot more of this localised creativity and hopefully product differentiation across a lot of brands.  This could only be a good move forward otherwise there's no point in shopping in different cities if the product and stores all look the same.  Don't you think?

Esprit, London

Well Hello Esprit..!  Have you seen the incredible new look store recently?  We've only just noticed that they have re-opened as we weren't included by their PR dept. announcing the re-opening; but that's another story.  In the meantime we are rather wowed with their first scheme here at their Regent street store and what a transformation.  We are keeping our fingers crossed that the schemes at this brand will continue to entertain us and draw us in, but in the meantime, fantastic.

Esprit, Hong Kong



Image Courtesy and Copyright Angel Ko

Our wonderful contact in Hong Kong, Angel Ko, continues to delight us with the very best of whats happening on the other side of the world (from us) right now.  Here at the incredible Esprit store, and no doubt a flag ship of the company, glows like a beacon to the masses on the high street.  How could anyone not be drawn to this?  The moving digital screens delight and entice us into the space, and so much so that we are dying to see what happens inside what Venturi called, in his book 'Learning from Las Vegas', the decorated shed.

Esprit, London

We're loving this new promotion at Esprit through their window scheme, although we cant find anything linking this on their website?

Esprit, London

Multiple Gerbera...............it must be Summer then.  We do quite like the merchandise at this brand but the schemes here just don't seem to reflect it.  However, that said, it does perhaps have a little more identity and and differentiation from some of the stores that surround it.  Its such a shame that these kind of multiple brands stamp the same scheme out of a mold rather than to allow localised creativity which would have enhanced the presentation enormously.  

Esprit, London

I'm a bit disappointed with Esprit using very scratched mannequins at the moment.  Unfortunately too, these are right at the front of their window scheme facing the customer flow along Regent st.  If the brand is trying to entice their customers into their space, and of course they are, this is not good practice.  Come on guys swap your mannequins over, put some decent ones in your windows and have the scratched ones renovated.  Having mannequins renovated is relatively cheap compared to buying new ones.  After all, this industry is all about presentation.

Esprit, London

I actually really quite liked this scheme from Esprit along Regent st. here in London as I think it reminds me of some of the vintage and historical images that I have in my archives.  Obviously in this case Black and White photographs from 1970's New York which I have purchased on my journeys around the world looking at this stuff.  However, although I am not adverse to a little bit of cardboard engineering, this is, to me, a little bit of an every expense spared kind of scheme, right?  I love the idea of suspended traffic lights in a white glossy material hovering over this Black and White large format graphic, but does it have to be coming out of its 'bits' or hanging literally by a ripped piece of paper and thread?  Ouch, that's gonna hurt, but, well, you know, just telling it like it is.

Esprit, London

Well its all about the wool this week here in London, just about everyone who is anyone has taken the opportunity to dance with the Prince of Wales (almost literally) and promote Wool.  I love wool - terrible for trying to get rid of the moths though in my Victorian abode.  I find myself having to wave my hands in the air trying to catch the little bleeders on an hourly basis.  Living in a scenario of ostentatious poverty, i.e. gorgeous darkwood  floorboards and not a hint of carpet any where, I just don't know where on earth these little things are coming from.  Clearly there is a moth underworld breeding somewhere in here just getting ready to launch their chomping little jaws into a gorgeous something.  I once lost a whole beautifully tailored woollen Vivienne Westwood suit to these little guys - a very expensive dinner on me I guess.  Yes, I have the cedar wood, the candles, the incense sticks burning daily.  It all seems to be in vain keeping on top these flying friends and just cant stand that 'crunch' when one steps on them or bring myself to squidge them.

Anyway, beyond the annoying Sale graphic across the window here, Esprit is looking really good.  Out sized balls of wool in the most gorgeous colours and abstract figures makes this store look cool again.  

Esprit, London

I'm not quite sure how to interpret this scheme from Esprit here along Regent st. On the one hand this brand have recently produced some quite interesting schemes, although this one is rather 'Germanic' for me. If any of you have travelled to Euroshop which happens every few years in Dusseldorf in Germany, you'll know what I mean. I feel that the jeans placed as if submerged within tanks in a repetition format and within their overall scheme (this is not pictured here) actually works very well........but....mannequins in flippers and covered in fish net...hhmmm......very Dusseldorf I think. I am cringing a little as I write this and I simply cannot clench my buttocks any tighter however this scheme is just not right. This is a very 'male' thing to do what this brand have produced and I must apologise to the world on behalf of the male population for such a dreadful scheme.

Esprit, London

Esprit have been producing some really great schemes lately here in London and I wanted to share this one with you. Following their 'Zentai' suit Sale window scheme recently this is the latest one to hit the high street. The concept is based on Route 68. Those of you not familiar with Route 68, the highway runs for 560 miles from Northwest Ohio to western Kentucky in the U.S.A. running through pre-civil war historical sites and the venue for the 400 mile annual yard sale held for 4 days each Summer. Here, merchandise has also been suspended, stiffened and given the illusion of flying in the wind almost like tumbleweed. I do quite like this scheme from a visual point of view although perhaps more could have been done to support the Route 68 concept? Route 68 has an incredible history and perhaps this concept applies too much of a surface approach rather than really getting under the skin of the area? This is rather a shame as so much has been excluded that we only realise it if we are interested in scratching just a little below the surface.